Is Fallon the Xer Who Will Millennialize Late Night?

Jimmy Fallon is not a Millennial. At 36-years-old, he is firmly in the camp of the Gen Xer—but you wouldn’t be blamed for mistaking him for a member of the more optimistic, less-cynical generation when watching his takeover of The Tonight Show since last MondayAfter years of Leno and Letterman’s wry, sarcastic take on pop culture dominating late night, Fallon’s approach is unapologetically positive and inclusive. Fallon could be the first late night host to appeal to the Millennial audience. Ratings for the show actually improved over the course of last week for viewers between 18 and 49 (the “money category” for late night shows) delivering a number that was the best viewer score for that demo on a Wednesday night for the show in 10 years. Nothing about the long-term future of his audience can be determined yet, but he’s already in a better position that most to lure Millennials to late night TV. Many grew up watching him on SNL, but that’s just one advantage—his personality and approach to comedy make him more Millennial-friendly than any other host. Here are just some of the reasons that Fallon may be the Xer who will Millennialize late night:
 
1. They’re actually excited for him.
Throughout last week, one of the biggest differences between Jimmy Fallon and his predecessor became clear: Millennials are actually excited for Fallon, and they’re celebrating his show. His premiere resulted in a slew of blogosphere output chronicling and complimenting the moments of the first show, like “The 35 Best Moments From Jimmy Fallon’s ‘Tonight Show’ Debut” GIF gallery posted on Buzzfeed. UPROXX’s effusive posting on the celebrity cameo skit of the premiere might have put the reaction best: ”You might say the cameo-heavy segment was just like the thing Jay Leno tried to do, except…

 
 

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The Newsfeed

“Most of the role models and leaders in my life have been Gen Xers so far."

–Male, 16, WI

Instagram has reached 700 million active users, and its growth has been speeding up. The app hit the new user mark just four months after reaching 600 million, and the introduction of Instagram stories in August may be a major contributor to its accelerated growth. The feature has a reported 200 million daily active users compared to Snapchat’s 161 million. Overall, Instagram now has twice the user base of Twitter and is quickly approaching the coveted 1 billion user mark that Facebook, WhatsApp, and Messenger have reached. (TechCrunch)

Millennials are using social media and YouTube to decide what to buy. A U.K. study found 32% of 18-24-year-olds are using social media to research their purchase decisions before checking out, and 25% are using video platforms like YouTube. There are also signs they’d like to search for products on social media: 25% of U.K. 18-24-year-olds reported the desire to search media based on their lifestyle and 23% would like search to understand their current mood. These findings, paired with the detailed targeting available to advertisers, are changing the consumer journey from search query to cart. (AdvertisingWeek)

Millennials are keeping 70% of their money in cash, reluctant to invest in anything, from stocks to their own retirement plans—according to new BlackRock research. Clearly impacted by the Great Recession, Millennials are most likely to agree, "What you might earn investing isn't worth the risk of losing your money," and a third say “they learned what not to do with their money” from watching their parents. They also tend to undervalue the potential returns of investments by millions of dollars, which is not good news for their futures—at their current rate, most Millennials will have less than $1 million saved for retirement. (TheStreet)

Influencer marketing is proving its worth. Though marketers have worried about determining ROI with the approach, one report is claiming it’s more effective than advertising alone, showing a direct lift in results rates of up to 30%. Across 450 influencers and 11 campaigns, the expansive research compared results from consumers exposed to ads featuring influencers versus control groups, overwhelmingly showing increased action when an influencer was involved. Good news for marketers, who spent $570 million on influencer marketing on Instagram alone last year. (Adweek)

The Amazon Echo can now help pick your outfit—and tell you when you don’t look good. LED lights and a depth-sensing camera will let the new Echo Look take pictures of any look, and “Style Check” software “combines machine learning algorithms with advice from fashion specialists” to evaluate which outfit is best, and lets you compare pictures of multiple outfits, from multiple angles. Amazon’s already extensive product recommendations could feasibly be a part of this product’s future—and, if all goes well, a drone will ship the recommended new clothes to your door. (Quartz)

“I want to work for myself so that I can have more flexibility and be my own boss. I have an online business.”
—Female, 16, FL

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